Dior’s landmark boutique in Seoul echoes the waves of the brands clothing
Dior’s imposing new boutique in Seoul, South Korea, was designed by Christian de Portzamparc and Peter Marino.
Huge fibreglass panels which take their cue from the tailoring of Dior clothing envelope the building which occupies a corner plot in the luxury Gangnam shopping district, and also includes a gallery and cafe.
The 20 metre high sculptural white fibreglass panels, gently undulate in an attempt to depict the fluid movement of clothing created in Dior's Haute Couture Atelier in Paris.
The panels curl around the side of the building and part over the entrance to create the opening to the six-storey store, which sells both Dior mens and womenswear.
"I wanted the building to represent Dior and to reflect Christian Dior's work. So I wanted the surfaces to flow, like the couturier's soft, woven white cotton fabric," explained de Portzamparc.
"These surfaces, which soar into the sky and undulate as if in motion, crossed by a few lines, are made from long moulded fibreglass shells, fitted together with aircraft precision."
"In Seoul, where the quadrangular buildings align with the avenue, and which are all occupied by leading international fashion labels, the building stands out like a large sculptural tribute to Dior, inviting everyone to step inside."
The panels were formed over giant wooden moulds and laid over a metal framework to create the shopfront. An inner layer of perforated anodised aluminium panels overlap above the glass doorway, creating an arched opening.
"The entrance, where two shells come together, is a sort of modern lancet arch, in which two metal mesh surfaces cross in line with the clothing metaphor," said the architect.